Holding a leadership role (such as VP of Sales, CRO, Director of Revenue Operations) is recommended, but not required.

About the Course

This course teaches how to architect your revenue in order to achieve sustainable growth. In each session, attendees will learn the fundamental principles of recurring revenue, how to align all Revenue functions (Sales, Marketing, CS) against one operating model and consistent language, and the specific frameworks that can be applied to recurring revenue for sustainable growth.

Best for:

  • Revenue leaders (CRO; VP/Director of Sales, Marketing, or Customer Success; Director/Head of Revenue Operations)
  • Senior individual contributors who are rising into a Revenue leadership role

Course format:

  • 10 hours live instruction; five 2-hour sessions
  • Delivered via Zoom video conference
  • Exclusive access to blueprints, videos, and exercises
  • Industry-recognized certification


$2,500 per seat
or contact us for a private course for your team


Learners engage with their certified Trainer in an experiential learning format, with 10 hours of live instruction including recurring revenue frameworks and examples applied to real-world situations. Each learner receives access to our learning management platform for concept reinforcement through videos and frameworks.

Training for 8 or more people?

Contact us to discuss private course options.


The Revenue Model & Data Model

About this session

This session explains the first principles of recurring revenue in B2B, including the revenue model and how it impacts the sales cycle. This session also covers the Bowtie Data Model, with the stages and metrics from awareness through to acquisition and expansion.


The Mathematical Model

About this session

This session reviews the mathematical principles behind different types of growth, and how to apply the metrics in the Bow Tie Data Model across all revenue functions to measure success.


The GTM Operating Model

About this session

Here we review how to think about the different types of GTMs across Marketing, Sales, and CS, and how to select the right model for your business based on a few key factors.


The Growth Model

About this session

In this session, we cover the key stages of growth in a recurring revenue business, and how to determine not only where your business currently stands but also where it's heading. This model will help you align your resources and optimize for future scale.


The Operating Model & Action Plan

About this session

This session covers the holistic customer-centric operating model that powers recurring revenue businesses, and the importance of aligning it across the entire GTM team. Here you will learn the model's key elements, and how to pull it all together to align the Bow Tie, Impact, and SPICED across your GTM strategy.

See here for the latest course schedule to sign up

The Scientific Models that Govern Recurring Revenue

Model 1

Business Model

Recurring revenue business models operate on an arc between two extremes: ‘pay upfront’ versus consumption-based. Each point along the arc has implications for sales cycle, win rate, level of risk, and GTM motions.

Model 2

Data Model

The modern Data Model for recurring revenue is represented as a bowtie, aligning all Revenue capabilities with a consistent set of metrics.

Model 3

Mathematical Model

The Mathematical Model shows that growth in a recurring revenue business is based not on linear mathematical principles, but on exponential arithmetic.

Model 4

Go To Market Model

GTM models of Marketing, Sales, and Customer Success are aligned based on number of deals per year and ACV, in order to deliver the best customer experience at the right cost to serve.

Model 5

Growth Model

Use this model to develop an understanding of what stage a business is in, and at what point it should move to the next stage to accelerate growth and scale.

Model 6

Operating Model

One consistent Operating Model across Sales, Marketing, and Customer success unites all Revenue teams with a shared language, way of working, and methodology.


When you pass the exam at the end of the course, you will receive the following industry-recognized certification that you can post to your LinkedIn profile.

Certified Trainers for this course

Beth Yehaskel


Johannes Stich


Rosa Burns


Maria Abad Baides


Renata Centurión


Roee Hartuv


Aurelien Tardieu


Taken by employees at

Training for 8 or more people?

Contact us to discuss private course options.